Search engine Google had a glorious five year plan to reduce its dependence on search revenue to 65 per cent by 2013.
The plan has Google getting more than 35 percent of its 2013 revenue from outside its flagship search operation and was drawn up in 2010.
It looks like online commerce and an initiative to bring Google services to television were important parts of Google’s cunning plan.
When analysts saw the document, they apparently laughed a lot and said things like Google TV and commerce ambitions did not really happen.
Susquehanna Financial Group analyst Herman Leung said that in 2010 Google appeared to be a bit more aggressive in 2010 than they are today.
The projections for Google’s various businesses were part of a presentation to Google’s board of directors in October 2010.
Google attempted to convince US District Judge William Alsup to keep the documents secret, claiming they were commercially sensitive. We guess that making Google look silly over failing to meet its targets did not count as “commercially sensitive” to Alsup.
Google spokesman Jim Prosser claimed the documents do not represent current thinking about its business operations. Although he did not say why it was so important to have the information suppressed.
It was worried that “Facebook-Bing users may bypass Google.” Google also said revenue from its business selling software to companies was “disappointing.”
Google’s YouTube business was estimated to generate $5 billion by 2013, thanks to a $3 billion contribution from Google TV, which never happened.